Web Engagement Seminar Sparc: From WCM to WEM

FROM WCM TO WEM19/03/2013

WHAT WE DO

WHY THIS SEMINAR ?

19962001

20132005

WHAT IS IT ABOUT ?

MANAGE

ANALYSEPERSONALISE

AGENDA

• Introduction to web engagement (Sparc)• Adobe Experience Manager (Adobe)• Sitecore• Marketing performance suite (Autonomy)

FOLLOW US

• LinkedIn : Commagroup• Twitter : • #WCM2WEM• Web : Commagroup.be

How the Web was Won

Step 1Just get online

How the Web was Won

Step 2Manage your site

From Web Content Management…

• Empowers business users

• Shortens time to market

• Ensures brand consistency

How the Web was Won

Step 3Engage the customer

Web Engagement

Effectiveness

Reach customers

… to Web Engagement

Web ContentManagement

Efficiency

Manage content

Manage sites

Manage brandconsistency

Engage customers

Activate customers

Nurture customers

REACH

Across the Customer Journey

Every minute of the day:• 100,000 tweets are sent• 684,478 pieces of content are shared on

Facebook• 2 million search queries are made on Google• 48 hours of video are uploaded to YouTube• 47,000 apps are downloaded from the App

Store• 3,600 photos are shared on Instagram• 571 websites are created• $272,000 is spent by consumers online

Sour

ce: A

lltw

itter

, Sep

t. 20

12

Across All (Digital) Touchpoints

Website

Paid media

Earned media

Owned media

Action site

E-shop

Tabletapp

Phone app

Partner site

Affiliates

TV

i-TV

Radio

Directmail

PrintAdwords

Billboards

You

Across All Devices

ENGAGETargeted and Personalized

You know

me (or at least

that I’m a guy)

ACTIVATE& NURTURE

Call to action, valorize

Closing the Loop

Concept

Publish

Test

MeasureOptimize

Track what I do, not what I say

Open for Integration

Web Engagement Platform

Customer profile information

Customer transaction

history

Product information

Media assetsSocial platforms

Syndicated content

Summary: CEM Capabilities

• Web content management• Multi-channel, multi-device• Marketing automation: segmentation,

targeting and personalization• E-commerce• Testing, analytics and optimization• Open for integration

What Are Your Competitors DoingSo

urce

: For

rest

er s

urve

y 2

011

Integrated

CEM

WCM

Targeting

AnalyticsE-commerce

DAM

CRM

Integration

CEM

WCM

Targeting

AnalyticsE-commerce

DAM

CRM

Tool Selection

• Functional fit• Technical fit• Vendor strategy• Local expertise• Licensing policy